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The typical British family saves around 拢600 a year on supermarket offers: Buy one, get one free and other multi-buy offers have all become a big part of the weekly shop.
But doctors and some politicians believe the way some food is discounted is unhealthy and would like to see voluntary restrictions on deals for sweets, fizzy drinks and junk food.
If that doesn't work, there is now the threat of legislation to force supermarkets to act, as Jim Reed reports.